The importance of good website content for your law firm during Covid-19 and beyond
The advantages of a law firm blog are well documented, but during the current disruption, they are even more important as a source of information and reassurance for your clients and potential clients.
Take an objective look at your blog and consider whether it is working hard enough in attracting and engaging new business. Online traffic is currently higher than normal, so the opportunity is there to reach people who have questions and interest in your services.
Tone of voice
The content should be clear and easy to understand as well as crafted to gain trust and respect. People don’t always remember what you say, but they do remember how you made them feel.
At the moment, people are anxious and uneasy, so do what you can to help them feel more secure and reassured. While the tone of your blog posts should match that of your website and your firm’s brand, you should also try and keep it friendly and approachable.
You should try and anticipate your clients’ questions and answer them as specifically as you can. Avoid general blog posts, for example, don’t write about ‘Child maintenance’, but go into detail on a particular area, such as ‘What happens when child maintenance can’t be paid because of the COVID-19 crisis?’
Over time, you can build up a comprehensive bank of blog posts addressing many aspects of your area of law. This is one of the benefits of having a content strategy document so that you can list all of the subjects you want to cover and ensure you have a balanced and comprehensive programme.
Think about keywords when creating a blog post. Ask yourself how you want your clients to find you and what particular questions you want to answer for them.
As well as writing about specific areas of law, you can include other content. At the moment, you might consider a post explaining how your firm is meeting with clients and how the legal system is being run in the light of social distancing. Make sure your clients know how they can be helped during this time.
Blogging should be fairly regular. It is better to commit to a post once a fortnight than to post every day for a month and then tail off completely. Search engines like the addition of regular new content to a website and will take this into account when listing search results.
Make sure the blog posts are relevant, helpful and an interesting read. Include some surprising statistics if you have them or tell potential clients something they might not know. If you have some useful resources on your website, such as guides to various areas of law, include a link. Additionally, you can link to one or two of your other related blog posts.
It is also acceptable to link to a reputable external source, such as official financial or tax information that may be of interest to the reader.
Once your new blog post has been published, ensure you and your colleagues share it on all of your social media channels.
Finding the time to maintain a blog
As mentioned above, it is more important to blog regularly than to add large volumes of hastily-written content. Be realistic about what you will be able to achieve once life is back to normal. Regular blogging is of great value when it comes to marketing, so it is worth creating a schedule of posts that you would like to add to your blog.
If you don’t have the time or you don’t enjoy the specific sort of writing that blogging requires, consider outsourcing it. As well as helping with your search engine rankings, good quality blog posts will help establish you as a trusted and reputable authority.
Law firm marketing in the light of COVID-19
As law firms face disruption from COVID-19, we take a look at what clients need right now and how to provide useful and timely information while establishing your business as a helpful and trusted brand.
Making the most of your website
Your website is more important than ever while your physical location is restricted or closed. It is where you can keep your clients updated as to what services you’re able to provide and what measures you’re taking to keep everyone protected.
Practice area pages
It is also the place you can offer helpful and useful information. Include fresh, relevant content in all of your practice areas. For example, tips on business continuity or a checklist for reviewing contracts or crisis management for commercial clients, information about employment law and statutory payments for those running a business or information from your family law department about contact arrangements for children during the crisis.
Search engines favour websites that have good quality content regularly added. Review any blogs you have and add new posts in each of your practice areas. Try and think what would be useful to your clients right now such as helpful and reassuring advice as well as any information and explanations you can give about how they will be able to access the legal services they need.
Bios of key team members often get forgotten in the general busyness of running a law firm. However, they are the second most important pages, after the home page, and clients often make decisions about who to hire based on what they know of individual people.
If you have time on your hands, take the opportunity to review everyone’s bio. Make sure they are engaging and that they are all written in the same style. For guidance on creating a memorable bio, see our article 7 tips for writing a lawyer biography for your law firm website.
With everyone keeping in touch online, social media is a great way to reach potential clients. Be realistic about how often you will post. It is better to post less often but stick to a regular schedule than to post a lot to start with, then dwindle.
Include links to new content on your website as well as updates as to how clients can reach and instruct you.
If you have a fairly friendly, relaxed tone to your content, don’t be afraid to include more informal posts, such a picture of the team having a virtual meeting or a photo of any help you might be offering to the community. This type of more personal content is great for establishing your team members as approachable and helpful.
Take this opportunity to review your marketing strategy. Draw up a schedule so that your marketing becomes a regular process. Focus on what your clients need and your goals for your business.
Concentrate on strengthening your inbound marketing. Most clients cite a website as the main way in which they will make a hiring decision. Make sure yours shows your firm as professional, knowledgeable and trustworthy.
Creating a website that contains a bank of useful information takes time, but by putting a strategy in place that means it is added to regularly will allow you to build a strong inbound marketing base.
Clients will appreciate a positive tone as well as information as to how they can progress their case, such as virtual meetings, online form filling and sending documents electronically. Let them know how the firm is coping and what adjustments are being made.
Emphasise that you’re there to help and encourage them to reach out to you.
Orion Legal Marketing would be happy to offer you an initial free consultation to discuss your needs and the strategy that would best suit your law firm, barristers chambers or mediation practice. If you would like to request bespoke content, tailored to your audience and written by experts in both law and marketing, ring us on 0118 380 5980, email us at email@example.com or fill in our CONTACT FORM.